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@janetdmiller | @marketingmojo | marketing-mojo.com
SEO AND WHAT
YOU NEED TO
KNOW: PLANNING
FOR 2017
Janet Driscoll Miller
Marketing Mojo
Central Virginia AMA
September 27, 2016
@janetdmiller | @marketingmojo | marketing-mojo.com
WHAT’S NEW WITH
GOOGLE?
@janetdmiller | @marketingmojo | marketing-mojo.com
@janetdmiller | @marketingmojo | marketing-mojo.com
@janetdmiller | @marketingmojo | marketing-mojo.com
@janetdmiller | @marketingmojo | marketing-mojo.com
@janetdmiller | @marketingmojo | marketing-mojo.com
MOBILE
@janetdmiller | @marketingmojo | marketing-mojo.com
@janetdmiller | @marketingmojo | marketing-mojo.com
@janetdmiller | @marketingmojo | marketing-mojo.com
@janetdmiller | @marketingmojo | marketing-mojo.com
@janetdmiller | @marketingmojo | marketing-mojo.com
TITLE LENGTH
• Desktop = ~ 70 characters with spaces
• Mobile = ~ 55 characters with spaces
@janetdmiller | @marketingmojo | marketing-mojo.com
CONTENT
@janetdmiller | @marketingmojo | marketing-mojo.com
PANDA UPDATE
• Addresses duplicate content
and thin content
• Very important to remove
duplicate content from a site
• Now “regularly” runs
• According to Gary Illyes at
Google, every few weeks
@janetdmiller | @marketingmojo | marketing-mojo.com
LINKS
@janetdmiller | @marketingmojo | marketing-mojo.com
PENGUIN UPDATES
• Penguin focused on linkspam
• “Any links intended to
manipulate PageRank or a site's
ranking in Google search results may
be considered part of a link scheme
and a violation of
Google’s Webmaster Guidelines.
This includes any behavior that
manipulates links to your site.”
• LAST UPDATED 9/23/2016!
› Previous update was 10/17/14
@janetdmiller | @marketingmojo | marketing-mojo.com
@janetdmiller | @marketingmojo | marketing-mojo.com
WHY IS REAL-TIME PENGUIN
IMPORTANT?
• Last update before 9/23 had been nearly two
years before!
› In the meantime, sites had to wait for the update
to remove the penalty
• Now sites can recover almost immediately if
they take corrective action
@janetdmiller | @marketingmojo | marketing-mojo.com
GOOGLE SEARCH CONSOLE
• View links pointing to your site
@janetdmiller | @marketingmojo | marketing-mojo.com
GOOGLE SEARCH CONSOLE
• See manual actions and warnings.
@janetdmiller | @marketingmojo | marketing-mojo.com
GOOGLE SEARCH CONSOLE
• Disavow links
@janetdmiller | @marketingmojo | marketing-mojo.com
GOOGLE POSSUM UPDATE?
• Released in early September
• Seems to focus on local
results
@janetdmiller | @marketingmojo | marketing-mojo.com
LOCAL BUT NOT IN CITY LIMITS
@janetdmiller | @marketingmojo | marketing-mojo.com
@janetdmiller | @marketingmojo | marketing-mojo.com
ADDRESS AND AFFILIATION
@janetdmiller | @marketingmojo | marketing-mojo.com
WHAT YOU NEED TO DO
• If you have multiple offices/locations, be sure
to enter each address for that location
› Don’t just default to using one main address or a
corporate address/phone
@janetdmiller | @marketingmojo | marketing-mojo.com
@janetdmiller | @marketingmojo | marketing-mojo.com
TECHNICAL ISSUES
@janetdmiller | @marketingmojo | marketing-mojo.com
@janetdmiller | @marketingmojo | marketing-mojo.com
@janetdmiller | @marketingmojo | marketing-mojo.com
@janetdmiller | @marketingmojo | marketing-mojo.com
@janetdmiller | @marketingmojo | marketing-mojo.com
@janetdmiller | @marketingmojo | marketing-mojo.com
IMAGE SIZE
@janetdmiller | @marketingmojo | marketing-mojo.com
TLDS
@janetdmiller | @marketingmojo | marketing-mojo.com
@janetdmiller | @marketingmojo | marketing-mojo.com
SOCIAL FACTORS
@janetdmiller | @marketingmojo | marketing-mojo.com
@janetdmiller | @marketingmojo | marketing-mojo.com
SOCIAL IS NOT A RANKING FACTOR
@janetdmiller | @marketingmojo | marketing-mojo.com
1
2
3
4
@janetdmiller | @marketingmojo | marketing-mojo.com
WHAT ABOUT TWITTER?
@janetdmiller | @marketingmojo | marketing-mojo.com
SEO MEASUREMENT
@janetdmiller | @marketingmojo | marketing-mojo.com
GOOGLE ANALYTICS TAGGING
• Passes information from your
destination URLs into
Google Analytics
• Tagging is automatic in Google
AdWords by default
• https://support.google.com/
analytics/answer/1033867?hl=
en
@janetdmiller | @marketingmojo | marketing-mojo.com
FIX SELF-REFERRALS!
• Google Universal Analytics can create self-referral
issues
• Self-referral:
› Your site’s domain is listed as a referral site to itself
• When you switch from Classic to Universal, you
have to update the “referral exclusion list”
@janetdmiller | @marketingmojo | marketing-mojo.com
HOW SELF-REFERRALS HAPPEN IN
UNIVERSAL
• Session length is 30 minutes by default
Referral
Source/Medium:
Google/organic
Referral
Source/Medium:
YourDomain.com/
referral
@janetdmiller | @marketingmojo | marketing-mojo.com
WHAT HAPPENS WHEN IT’S FIXED?
• Self-referral traffic
becomes correctly
attributed to the
original
source/medium
@janetdmiller | @marketingmojo | marketing-mojo.com
HOW DO YOU FIX IT?
• Set referral exclusions under PROPERTY
setting in Google Analytics
• Select Tracking Info/Referral Exclusion List
@janetdmiller | @marketingmojo | marketing-mojo.com
WHAT’S LIKELY COMING
@janetdmiller | @marketingmojo | marketing-mojo.com
MORE PAID RESULTS IN LOCAL SEARCH
@janetdmiller | @marketingmojo | marketing-mojo.com
@janetdmiller | @marketingmojo | marketing-mojo.com
WHERE IS YOUR SITE
LACKING?
PERFORM AN SEO AUDIT.
@janetdmiller | @marketingmojo | marketing-mojo.com
WHAT TO AUDIT?
• Technical issues
• Links
• Content
• Analytics
@janetdmiller | @marketingmojo | marketing-mojo.com
CAPITALIZE ON YOUR HARD WORK IN
SEO!
• Retargeting
› Put code on your site today!
› You can’t build these audiences retroactively
• Platforms
› Google AdWords
› Google Analytics
› Bing Ads
• Many cookies last at least 180 days
› Facebook
› Twitter
› Pinterest
@janetdmiller | @marketingmojo | marketing-mojo.com
CAPITALIZE ON YOUR HARD WORK IN
SEO!
• Email marketing
› Try to capture emails at minimum
› Use for email campaigns
• Customer Match advertising
› Platforms
» Google AdWords
» Facebook
@janetdmiller | @marketingmojo | marketing-mojo.com
CONTACT INFO
JANET DRISCOLL MILLER
President and CEO
Marketing Mojo
434.975.6656 x101
jmiller@marketing-mojo.com
@janetdmiller

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SEO and What You Need to Know to Plan for 2017

Notas del editor

  1. Before and after example of search results with ads above fold
  2. MOBILE
  3. Confirm Gary’s quote
  4. Headline about sitespeed as ranking factor
  5. Site speed – use graph from roland and sem rush graph for jda
  6. Show google page speed insights
  7. Insert recent quote from Gary or John Mueller here
  8. Google home pic here
  9. ADD TAD